Described as being “more Welsh than Tom Jones” these beautiful Welsh blankets, once a staple on the traditional wedding present list, might not yet be ranked as being as cool as the iconic singer.

But the traditional weaves are to be given a trendy new guise as clothing in a business venture by two Welsh fashionistas.

After working in successful careers in the luxury fashion industry, including design at Ralph Lauren, childhood friends Jayne Hicks and David Tomlin have decided to venture into launching their own fashion brand.

Synonymous with coracle fishing

Having both grown up in Carmarthen, a town synonymous with coracle fishing, the lifelong friends have always felt a huge amount of pride for their heritage, and whilst working in London hankered to return home.

Noticing that Wales had no fashion brands that focused on Welsh heritage, they both decided that it was something they needed to pursue, and the idea of ‘Coracle’ was born.

“We decided that the focus of the brand should be on the Welsh woollen industry, and more importantly, the Welsh Carthen Blanket,” said Jayne, 29.

'Crowd funding'

But the pair are yet to launch their venture and are looking for financial backing on the crowd funding website Kickstarter.

With some funding and mentorship from the Princes Trust, the partners have been able to produce a small collection of coats, and feature them in a Kickstarter campaign.

The campaign, which has already secured backers for half of its £10,00 target, centres around a beautifully shot video of models wearing them in breathtaking West Wales locations, including Cenarth Falls, Llansteffan, and also Paxton’s Tower.

“Today, sadly, there are only a few woollen mills left producing these remarkable blankets,” said David, 28.

Welsh weavers

But having carried out research into Welsh weavers, they were led to Elvet Woolen Mill, a business run by the Tolputt family, set on the banks of the River Duad in Cywyl Elfed just outside Camarthen.

“Sitting slap bang in the beauty of rural West Wales for over 200 years, our mill, is run by a lovely family who share our views of ethical, traceable wools and beautifully produced blankets. It’s a match made in heaven. The process they use is as skilled and complex as it was centuries ago.

“It involves all sorts of magical sounding tools and techniques like warping, weft and shuttle that both confuse and inspire us. Each machine has its own identity, and the weavers treat them like members of the family. We have already received invaluable support and mentor-ship from the Princes Trust, but know that to really make this project launch we need the help of backers.”

London Fashion Week

If the business can finish production of the rest of their collection they hope to show at London Fashion Week in February .

“Our line includes six more coats, clothing and accessories that perfectly compliment the Welsh Blanket,” said Jayne, whose late grandfather, lived near Elvet woollen mill, and who fixed the looms and made parts for them when they broke down.

“My family and Mike’s have known each other since before I was born,” said Jayne.

“This business is a huge part of who I am. We can bring the production of our coats to factories in Wales - as so many luxury companies have taken their manufacturing overseas, Welsh factories have faced closing, and resulting in unemployment and loss of economy for the country.

We can secure future orders with Elvet Woolen Mill, and other mills in Wales, creating new colour palates, and start production of other carthen patterns.”